Generally speaking, the brand crisis of central enterprises includes the following situations:

1. Major product quality and safety accidents or service problems, business crises of subordinate business units, and events that have adverse effects on society;

2. Customers, distributors, employees and other stakeholders sue the company;

3. There is a major leader crisis, for example, the image of the leader is seriously disturbed by rumors;

4. Facing major operational risks, such as merger and acquisition investment and capital operation;

5. There is a major brand communication risk, for example, the spread of content causes negative public sentiment and resistance;

6. Other behaviors that threaten or adversely affect the company's brand image.

in order to prevent the above problems and manage them effectively, central enterprises need to carry out brand crisis management according to the following three steps.

1. Crisis early warning

If you want to be passive when a crisis comes, you must establish a crisis early warning system. The establishment of crisis early warning system can capture the signs of enterprise crisis in time and provide practical and favorable countermeasures for various crises in time. Since it is a preventive measure, employees' concept of crisis is the key link. At this time, the corporate culture that affects employees' concept plays a vital role in supporting the enterprise brand crisis early warning system.

Central enterprises can strengthen their employees' awareness of brand crisis through the promotion of corporate culture, so as to support the brand crisis early warning system. Only by establishing an advanced, intangible and comprehensive brand crisis awareness is the strongest line of defense in enterprise brand crisis management. In other words, the corporate culture of advocating brand crisis awareness within the enterprise can make brand crisis awareness form a subconscious in the hearts of all employees, which is conducive to cultivating a team of employees with strong brand crisis awareness. It can not only strengthen the sense of identity with products or service standards, but also gradually develop quality behaviors that are responsible for customers, society and themselves, thus improving product quality, reducing the probability of brand crisis, and strengthening the awareness that brands are related to everyone, so that enterprises can quickly recognize and quickly when brand crisis occurs.

in addition to corporate culture, central enterprises should gradually establish and improve the crisis early warning system. Including the following aspects:

1. Set up a brand crisis management team. Members shall at least include the chairman, general manager, brand manager and heads of crisis-related departments;

2. The brand department is responsible for organizing and carrying out brand crisis management training at least once a year to strengthen brand crisis awareness;

3. Strengthen brand equity evaluation management, supervise brands and check brand crisis information, and find and capture brand crisis symptoms in time.

II. Brand Crisis Handling

When a brand crisis occurs, it should be handled according to the following procedures:

1. When a brand crisis occurs, the brand manager is responsible for coordinating all institutions to set up a brand crisis management team in time within 24 hours from the time of discovery, and hold a brand crisis management meeting to discuss countermeasures;

2. Formulate relevant strategies and steps for dealing with the crisis, and conduct crisis training and publicity for all employees of the enterprise, so that each employee can show standardized behavior, comprehensively and quickly deal with the crisis, and can supervise the development of the crisis and the implementation of relevant company policies;

3. The person in charge of the brand department is responsible for public relations with the mass media and new media, and when necessary, the brand crisis management team is invited to appoint representatives or designated spokespersons to do public relations with the society and media;

4. According to the specific situation, timely communicate and compensate the victims and stakeholders;

5. For counterfeit trademarks and brands, according to the seriousness of the incident, the brand manager should first raise objections and warnings to the other party on behalf of the company; Secondly, according to the actual situation, bring a lawsuit to the court in time;

6. Summarize and analyze the brand crisis management events, and punish the relevant responsible persons.

Third, the recovery management after the brand crisis

After the brand crisis, enterprises need to do a good job in dealing with the aftermath to prevent the crisis from happening again, and restore the company's reputation and brand image as soon as possible to regain the trust of society, customers, government departments and other stakeholders.

at this time, enterprises can carry out their work through the following four steps.

1. After the brand crisis is eliminated, the brand crisis management team should analyze the causes of the crisis in time, sum up the experience in the crisis handling process, and effectively avoid the recurrence of similar crises;

2. The brand committee should further improve and supplement the brand monitoring and evaluation system in view of the problems exposed in the process of brand crisis, so as to ensure that similar crisis signs can be found and prevented early and the crisis can be eliminated in the bud;

3. At the same time, we must do a good job in the positive publicity of the brand after the crisis, rebuild the confidence of the company's stakeholders in the company, and take active and substantive measures to maintain the brand image of the company;

4. Strengthen strategic partnership with major media to ensure timely and effective crisis handling in the future; Restore the morale of the members of the organization internally, so that the organization can resume its normal work as soon as possible.

in short, central enterprises, as the backbone of the national economy and the pillar of the national economy, are the important carriers and brand dreams to realize their dreams? Leader? . At this time, we should realize that the fundamental of a brand's long-lasting foundation is its ability to withstand storms, be good at preventing and resolving crises, and turn every crisis into a driving force for enterprise development. Only by knowing how to prevent, resolve and transform can we not only make crises rare, but also strengthen brand promise after each crisis and fulfill the responsibility of central enterprises, so that central enterprises can continuously win the trust of consumers, the respect of the public and the recognition of stakeholders, and gradually grow into a strong brand standing among the world-class brands.